Đang chuẩn bị liên kết để tải về tài liệu:
Chapter 13: Creative Execution: Art and Copy

The nonverbal aspect of an ad or commerical carries half the burden of communicating te big idea. in fact, the nonverbal message is inseparable from te verbal. As advertising copy goes through the editing process, copywriters must be prepared for an inevitable (and sometimes lengthy) succession of edits and credits from agency and client managers and legal departments. Copywriters must be more than creative; they must be patient, flexible, mature and able to exercise great self control. | 13- Splash Creative Execution: Art and Copy The role of art and copy in print, radio, and TV advertising Chapter Chapter Title Chapter 13 Objectives Describe the roles of artists in the ad business Explain ad layouts Explain the role of the copywriter Outline the creative approval process Identify the art director’s role Describe the format elements of an ad Debate advantages and disadvantages of different types of TV commercials 13- Design How the art director and graphic artist choose and structure the ad’s artistic elements Layout How the chosen ad format elements are arranged The Art of Creating Print Ads Headline Visuals Subhead Slogan/Seal Body Copy Logo 13- The Art of Creating Print Ads: Ad Design and Production Small, rapidly produced drawing for visualization Thumbnail Drawn to actual size, art sketched in, body copy lines Rough Layout Facsimile of the finished ad Comprehensive Presents look and feel of brochures Dummy Text and visuals in exact position, ready . | 13- Splash Creative Execution: Art and Copy The role of art and copy in print, radio, and TV advertising Chapter Chapter Title Chapter 13 Objectives Describe the roles of artists in the ad business Explain ad layouts Explain the role of the copywriter Outline the creative approval process Identify the art director’s role Describe the format elements of an ad Debate advantages and disadvantages of different types of TV commercials 13- Design How the art director and graphic artist choose and structure the ad’s artistic elements Layout How the chosen ad format elements are arranged The Art of Creating Print Ads Headline Visuals Subhead Slogan/Seal Body Copy Logo 13- The Art of Creating Print Ads: Ad Design and Production Small, rapidly produced drawing for visualization Thumbnail Drawn to actual size, art sketched in, body copy lines Rough Layout Facsimile of the finished ad Comprehensive Presents look and feel of brochures Dummy Text and visuals in exact position, ready for camera Mechanical 13- The Art of Creating Print Ads: Creative and Approval Process The copy approval process Insert ex. 13-1, p. 408 Copy approval process Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi 13- The Art of Creating Print Ads: Principles of Design Balance Proportion Sequence Unity Emphasis Strong design . . . commands attention, holds that attention, tells as much as possible, and facilitates understanding. 13- Principles of Design: Which layouts work best? Also called poster-style layout. A single, large visual occupies about two-thirds of the ad. Picture Window A series of vertical and horizontal lines and shapes in a predetermined grid give geometric proportion. Mondrian Grid 13- Good design Commands attention and holds it Communicates as much information as possible in the shortest amount of time Makes the message easier to understand Principles of Design: Which layouts work best? Circus Filled with multiple illustrations, .